In the digital age we live in, speed and efficiency reign supreme. The performance of a website is now a pivotal factor in determining the success of a business. With attention spans shorter than ever, people have come to expect lightning-fast web experiences when browsing the internet, wherever they are, and whatever they are doing.
As a result, businesses that prioritise and optimise their website’s performance stand a much better chance of reaping rewards in terms of customer engagement, retention, and ultimately, the bottom line.
Experience is key
Imagine for a moment that you’re shopping on the high street. (I know, I know, who does that anymore?). You are standing in between two shops that sell the same goods. One of them has a clutter-free entrance, an inviting display, spacious aisles, and a streamlined checkout process. The other has overstocked shelves spilling beyond the doors, cramped narrow isles and a queue not even a Brit would like to wait in. Which one of these shops are you most likely to enter? It’s pretty obvious isn’t it?
Just as in the physical world, people prefer websites that offer swift navigation, a pleasant experience, and easy access to the information or products they seek.
Research consistently shows that users abandon websites that take too long to load. A study by Google back in 2016 found that 53% of mobile users leave a site if it takes longer than 3 seconds to load. That was some time ago. If anything, people’s attention spans have dropped further, whilst their desire for speed has only increased.
A slow website has a direct impact on bounce rates, user engagement, and conversion rates. Slow websites frustrate visitors. They also undermine a business’s credibility and brand perception. It wouldn’t be out of place to say that people often associate a sluggish online experience with an untrustworthy or outdated business. These negative experiences lead them to explore the alternatives.
Performance and SEO
Website performance doesn’t only affect the user experience, it can have a dramatic effect on search engine optimisation as well. You may have the best copywriters on the planet, and a slick marketing strategy, hitting all the other SEO points, but if your website is slow then you won’t rank well in search engines. Google and others use website speed as one (of many) ranking factors. The slower your website is, the more at a disadvantage you are in terms of search visibility.
With mobile browsing overtaking desktop browsing many years ago, and still on the increase, it is even more important to nail your performance for mobile devices. It will come as no surprise that search engines also take mobile specific performance into consideration as well. In order to stay competitive, it is imperative that you have an efficient website.
The conversion connection
Ultimately, the impact of website performance on business success can be directly measured through conversion rates. A fast and user-friendly website provides a seamless journey from the initial interaction to the final conversion. Whether the desired action is making a purchase, filling out a contact form, or signing up for a newsletter, a well-optimised website minimises friction and simplifies the process.
Is a high-performance website more sustainable?
The short answer is yes. But it is not the only factor in creating more sustainable web experiences. A fast, well optimised website requires less power to operate. It provides people with the information they need quickly and efficiently. It ranks well in search engines, therefore the information is found faster with less searching needed, reducing the energy required to reach the desired result even more. A high-performance website is not just good for business, it is good for the planet.
How to improve web performance
Like many aspects web development, performance is not achieved by doing only one thing. It requires a multi-faceted approach. A few strategies for better website performance are:
- Efficient green hosting: Choose a reliable hosting provider that offers sufficient resources to accommodate your website’s traffic and demands. Choose one that is powered by renewable energy, with a good Power Usage Effectiveness (PUE) rating. The closer to 1:1 you can get the better.
- Optimise images and media: Compress images and video files to reduce their file size without compromising quality. Do not autoplay videos. Make use of lazy loading to improve the initial page load speed.
- Add Caching: Implement both server and browser caching. Consider adding a content delivery network (CDN) to store static assets closer to users, reducing load times even further.
- Minimise the number of HTTP Requests: Limit the number of HTTP requests by combining CSS and JavaScript files and utilising asynchronous loading.
- Mobile-friendly design: In 2023 I feel this should go without saying. But, sadly it doesn’t. Design with a mobile-first mindset to ensure that your website looks and functions seamlessly on various devices.
- Regular monitoring and testing: Continuously monitor your website’s performance using tools like Google PageSpeed Insights or GTmetrix. Regularly conduct performance testing to identify bottlenecks and opportunities for improvement.
To conclude. Web performance is most certainly crucial to business success online. A high-performing website not only enhances user experience and boosts customer engagement but also contributes to better SEO rankings and increased conversion rates. In this fast-paced digital-led world, where competition is fierce and attention spans are fleeting, businesses with better website performance are well-positioned to thrive and flourish over the competition.
If you are struggling with a slow website and would like to know more about how to improve web performance, take a look at my website carbon and performance audit service.